For business owners, Black Friday / Cyber Monday is a chance to hit record sales, attract new loyal customers and build momentum for next year.

In this campaign, local merchants are highlighted in billboards around the world to celebrate their global impact and the human nature of commerce.


Lead designer


Creative direction
Visual identity
Brand kit
Digital billboards

Shopify 2022


Shopify aims to showcase its global impact and inspire the next generation of entrepreneurs, especially during peak selling seasons like Black Friday Cyber Monday. The overarching theme for Black Friday Cyber Monday 2022 was "the human nature of commerce".


The 2022 visual direction mirrors the merchant's journey through analog photography of authentic merchant scenarios. Hand-drawn motifs and notes add imperfection and emphasize the merchant story, inspiration and determination.

The campaign uses compelling storytelling to celebrate the global impact of merchants around the world, featuring real merchants in video and billboards around the world.


The campaign included a brand kit, one 60 second video, five digital billboards and one static billboard.